Under Armour plans massive 'brand house' on Michigan Avenue

Under Armour plans to open its first Chicago retail store on the Magnificent Mile next March, and it will be the athletic-wear retailer’s largest “brand house” to date, the company announced Tuesday.

Under Armour has leased 30,000 square feet at 600 N. Michigan Ave., formerly home to Eddie Bauer, which closed its Michigan Avenue store in January and is opening a smaller store soon at 755 W. North Ave., on the first floor of what used to be Borders bookstore.

The “interactive retail space ... will deliver a fully immersive brand experience,” the Baltimore, Md.-based company said in a press release, and “will tell the Under Armour story through innovative digital displays that act as points of information, as well as inspiration.”

The retail concept has been “successfully executed” in other locations including New York City, Baltimore and McLean, Va., the company said.

The store will offer men’s, women’s and youth apparel, footwear and equipment, including outdoor and hunt gear and specialized shops dedicated to running and training.

Emphasizing “the brand’s deep connection to Chicago and the surrounding areas, as evidenced by Under Armour’s existing partnerships with iconic local athletic institutions, including the University of Notre Dame, Chicago Cubs, and Northwestern University,” it will also sell Chicago-specific products.

“We are excited to open our first Brand House in Chicago, on Michigan Avenue, one of the world’s most iconic and dynamic retail destinations,” said Susie McCabe, senior vice president of global retail.

“The Under Armour Chicago Brand House will be our largest to date and will provide us with a new opportunity to expand upon our mission to make all athletes better, while delivering an elevated and personalized shopping experience.”

Under Armour, founded by former University of Maryland football player Kevin Plank in 1996 and a leader in performance apparel, saw first quarter revenues grow 36 percent to $642 million.